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Kraft nukes everything but the Easy Mac Kraft is tapping a primal urge that every young American male has felt at some point: the desire to microwave things that should not be microwaved. The food company and DraftFCB have unveiled the Easy Mac Micro Maniac, a Web site of videos showing household items getting a solid roasting in a microwave. The site is reminiscent of the Will It Blend? videos, but here there’s the added drama of waiting for an explosion rather than simply watching an immediate crushing. The Christmas lights, in particular, look quite pretty after just a few seconds on high. The foam football, disappointingly, merely sags and smokes. No animals were hurt in the making of this campaign, but the site still wisely advises, “Do not attempt.” It’s all part of DraftFCB’s University of St. Arvin (aka U-Starvin) campaign for Kraft. [Photo: JMV] —Posted by Tim Nudd

March 5, 2007 | Permalink

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First read about this on adfreak: Kraft just launched a new semi-brilliant campaign which shows what happens if you don't have Mac Cheese handy, but instead want to blow other things up in a microwave. Similar to the Mentos experiment on YouTube, I thi... [Read More]

Tracked on Mar 5, 2007 6:25:58 PM

Comments

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Drama? You put things in the microwave and they melt, bubble and smoke? So what? The Christmas lights were cool, but everything else is expected and totally predictable, which is to say it's just what you would expect from Kraft and Draft/FCB.

Posted by: Putney Swope | Mar 5, 2007 3:18:10 PM

"Drama? You put things in the microwave and they melt, bubble and smoke? So what?"

Putney...you and I are two very different people.

Posted by: Tom Tom | Mar 5, 2007 7:01:48 PM

Letterman, or Conan O'brian, or somebody, did a joke routine of nuking things a few years ago.
I already know about nuking lightbulbs, I came up with the idea, myself (when I was a kid.)

helpful hint: Don't dry damp toilet paper rolls in microwave. Once they start to smolder they don't stop.

Posted by: TDK | Mar 6, 2007 2:30:27 AM

Remember ALF? Ha!

Posted by: M W M | Mar 6, 2007 10:34:29 AM

Yes, Tom Tom, we are different indeed. You think watching gummy worms melt is exciting advertising and I don't. You think Howard Gossage and Luke Sullivan are creative role models and I think they both peaked in 1982.

Posted by: Putney Swope | Mar 6, 2007 10:59:54 AM

This is just a bad idea. Despite (and, in fact, because of) the big WARNING, it'll encourage kids to put stuff in the microwave that doesn't belong there.

And the attitude's bad, too, "Well, mom ain't runnin' things anymore."

I don't see the point of it all. But it should make for some gruesome lawsuits.

Posted by: Fairfax Cone, RIP | Mar 6, 2007 4:15:41 PM

maybe the reason all the students in the Kraft ads are "starvin" is because they keep blowing up their food in microwaves! bunch of fools if you ask me.

Posted by: starvin | Apr 9, 2007 2:25:14 PM

Hi

Posted by: Harris | Oct 19, 2007 10:38:44 AM

Hi

Posted by: Harris | Oct 19, 2007 10:39:24 AM

Get a life.....

Posted by: youare@busted.com | Dec 12, 2007 11:09:09 PM

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